Helloworld Travel’s annual OMC conference in Vancouver didn’t just end on a high note — it sailed into uncharted luxury waters with a sparkling new cruise brand. This sort gets travel agents positively frothing like champagne at a sail-away party.
At the helm of Saturday morning’s keynote was none other than Cinzia Burnes, Helloworld’s indefatigable Chief Operating Officer and Executive Director. Armed with sharp insights and smoother delivery than a premium suite on Silversea, Burnes unveiled the freshest wave in cruising: Signature Collection by Cruiseco.
The new brand — a gleaming sister to the recently launched VIVA Gold — promises to serve up a curated portfolio of premium cruise packages, tailor-made for those who’ve long abandoned the buffet line in favour of butler service and Bordeaux. It’s luxe, it’s exclusive, and it’s aimed squarely at the discerning traveller who wouldn’t dream of setting sail without a pillow menu.
In a charming bit of democracy, Helloworld’s 400-strong delegate crowd didn’t just sit back and listen — they were invited to vote on their favourite logo for the new brand. Democracy meets design, with a dash of ocean breeze.
But it wasn’t all about the top end of town. Burnes delivered a trove of updates with practical benefits for everyday agents, starting with a refresher on the Cruiseco and Creative Cruising allocations: these guaranteed fixed pricing and availability, the holy grail in today’s rollercoaster cruise market.
And for those with a foot in both the ocean and the river? Good news. The allocation model, already working wonders on ocean cruises, is soon to be adapted for river cruising too — a move likely to buoy sales across Europe’s waterways faster than a Rhine river longship in full swing.
The crowd, many of them seasoned agents who can spot value faster than you can say “veranda suite,” also heard updates on Helloworld’s cruise packaging ventures. These new combos blend cruise, land and air — the travel trifecta — powered by Helloworld’s Air Tickets division. Expect trending destinations, innovative itineraries, and packages that stretch your dollar without compromising quality.
And because agents love a commission like cruisers love a sea day, another gem was the launch of commissionable shore excursions, soon to be rolled out across Australia and New Zealand. That’s right — excursions that don’t just inspire travellers, but reward the agents who booked them.
To top it all off, Burnes reminded delegates of the 2025 Cruise Stars reward program, an unforgettable voyage hugging the Pacific Coast of the United States from Los Angeles aboard a Princess Cruises ship. A reward that’s more than a badge and a bottle of bubbly — it’s a thank you wrapped in a stateroom.
“Both the Signature Collection and our new cruise-and-air packages are designed to meet the evolving needs of today’s cruise travellers — and of course, our agents,” said Burnes. “They reflect our commitment to delivering tailored cruise experiences across both the luxury and value spectrums.”
She added with confidence, “We continue to have the best contracts in place across all major cruise lines, and it’s terrific to see cruise outperforming the market in general.”
Burnes’ final note? “Luxury, exclusives, and agent-first thinking — that’s our compass. Signature Collection by Cruiseco is only the beginning.”
From the shores of Vancouver to the hearts of agents across Australia and New Zealand, Helloworld’s OMC 2025 was less a conference and more a clarion call: the cruise comeback is not only underway — it’s dressed in white linen, sipping Champagne, and charting a course for growth.
By Anne Keam
